Khao Phansa (Candle Festival)

Month: July
Venue: nationwide (with special highlights at Tung Si Muang, Ubon Ratchathani and Phra Phutthabat shrine, Saraburi)

With the arrival of the eighth lunar month in July, Thai Buddhists all over the kingdom celebrate Khao Phansa, one of the most important events in the religious calendar. Celebrations are held in Buddhist temples all over Thailand, but the most colorful can be found in Saraburi and Ubon Ratchathani.

‘Khao Phansa’, in Thai, refers to the beginning of the Buddhist Lent. During this time, Buddhist monks are restricted to their temples for a period of three months. Young men over 20 years, who have not yet ordained as monks, may take this opportunity to enter the monkhood to observe Buddhist teachings.

Stories of the Buddhist Rains Retreat can be traced back to the beginning of the Buddhist era. At that time, the Lord Buddha saw that monks wandering outside the temple compound might damage growing crops or accidentally kill insects, so he proclaimed that it would be better for the monks to observe the teachings and practice meditation at the monasteries instead.

Celebrations for the start of the Buddhist Lent take place all over Thailand but the most elaborate ceremonies are held in Saraburi where there is ‘Tak Bat Dok Mai’ (offerings of flowers to monks) and in Ubon Ratchathani, where the Candle Festival is held.

In Ubon Ratchathani, 629 km northeast of Bangkok, the Candle Festival is the province’s most popular annual event. On the days before the event, the local authorities will be busy preparing the venue at Thung Si Muang, a public field, similar to Bangkok’s Sanam Luang. At the same time, local artisans make ornately carved beeswax candles of various sizes and shapes. On the day of the festival, the fabulous candles are paraded around the town on colorful floats, accompanied by displays of religious devotion. After the procession, they are presented to local temples.

Saraburi, just 108 km from Bangkok, holds the ‘Tak Bat Dok Mai’ festival to mark the beginning of the Buddhist Lent. The event takes place at the shrine of the Buddha’s Footprint (Phra Phuttabaht shrine). The event draws devout Buddhists from all parts of Thailand.

Source:http://www.thailand.com/travel/festival/festivals_khaophansa.htm 

Palaces in Thailand

Palaces in Thailand  

Dusit Maha Prasat Thailand has a rich royal heritage spanning several centuries. Many royal palaces in Bangkok and elsewhere in Thailand offer a fascinating glimpse of the majesty and splendor of the Thai monarchy. In Thailand, several royal palaces are open to tourists.

Most of the royal palaces in existence today date from the Bangkok period and are not more than 200 years old. The most important palace of them all is the Grand Palace, located in the same compound as the Temple of Emerald Buddha. Visiting Bangkok without seeing the Grand Palace is like going to Paris without visiting Versailles.

The Grand Palace compound consists of several Thai-style buildings with highly decorative architectural details. The most prominent building is the Dusit Mahaprasat, which is considered one of the most splendid examples of Thai-style architecture.

The Grand Palace was built in 1782 during the reign of King Rama I when he decided to establish Bangkok as the capital of Siam. It has been used as the official royal residence by the Chakri monarchs up until the reign of King Rama VIII. The present King resides at nearby Chitrlada Palace. The Grand Palace is now a museum, maintained by the Royal Household Bureau. The palace houses several important museums, including the Weapon Museum, the Royal Thai Decorations and Coin Pavilion and the Museum of Fine Arts.

Chakri Mahaprasat Over the two centuries since its establishment, the Grand Palace has been renovated and developed in line with external influences. You will see that some buildings, like the Chakri Mahaprasat Hall, which was built during the reign of King Rama V, resemble western building with Thai-style roof tops. Due to its grandeur and significance, the Grand Palace has become an all-time top tourist attraction for visitors to Thailand.

The Grand Palace is the only palace where pure Thai architecture can still be seen and it’s the only palace built in the early Rattanakosin period. During the reign of King Rama II and King Rama III, there was no palace construction as the era was marked by economic revival after a long period of war.

When it came to the reign of King Rama IV, the tradition of building palaces to accommodate the royals on visits to the provinces was revived. Palaces built during the reign of King Rama IV display a mixture of Thai, Chinese and Western influence. The most important palace built during this reign is the Phra Nakhon Khiri summer palace in Phetchaburi province.

King Rama V set up Baan Puen Palace for visits upcountry and for political reasons. Paying visits to remote areas of the country is an old tradition among the Thai kings.

During the reign of King Rama V, several important palaces were erected. Most prominent among them are the Dusit Palace in Bangkok, Vimanmek Palace in Ko Sichang of Chonburi, Bang Pa-in Summer Palace in Ayutthaya and Baan Puen Palace in Phetchaburi. Today, each of these palaces is an important local attraction for tourists.

Vimanmek PalaceVimanmek Palace was subsequently relocated from Ko Sichang in Chonburi to the compound of Dusit Palace. Known as the world’s largest golden teak wood building, the three-storey palace is as much a work of art as the treasures it holds within.

The palace is filled with crystal, jewelry and other objects from Europe, as well as photographs and gifts presented to the Royal Family from around the world. It is said that King Rama V made Vimanmek Palace his permanent residence during the latter part of his life.

Within the same compound is the Abhisek Dusit Throne Hall, a one storey teak building built during the reign of King Rama V. It is now Thailand’s first handicraft museum, showcasing a collection of handicraft masterpieces including nielloware, Thai silk, handbags and so on.

Many other interesting palaces can be found outside Bangkok. Marukkhathayawan Palace situated between Cha-am and Hua Hin, built during the reign of King Rama VI, was once used as a summertime vocational accommodation. The palace is noted for its three-storey wooden pavilions facing the sea and is referred to as the ‘palace of love and hope.’ It is now an important tourist attraction in that region.

Klai Kangwon PalaceKlai Kangwon Palace in Prachuab Khiri Khan is still used by the present monarch but occasionally opens to the public when there are no royals on the premises. This is exactly the case for other vocational palaces such as Phu Ping Rachanives Palace in Chiang Mai, Phuphan Rachanives in Sakhon Nakhon and Taksin Rachanives in Narathiwat.

 

Source:http://www.thailand.com/travel/historical/historical_palace.htm 

Culture of Thailand

The culture of Thailand has been greatly influenced by Buddhism. But there have been dominating influences of Hinduism as well as influences from its neighboring nations of Myanmar and Laos. Chinese and Indian culture has also had influences on the Thai culture and cuisine. 

Arts and Crafts of Thailand

Traditional visual arts in Thailand bear a great influence of Buddhism but contemporary Thai art is a combination of the modern techniques along with the traditional styles. Thai literature is influenced by Indian culture. Crafts include textiles and decorative items that bear the distinct Thai style. 

Architecture of Thailand 

Classical Thai architecture is found in the temples and royal palace buildings and the best examples of Thai architecture are the Grand Palace, the Wat Benchamabophit, Wat suthat to name a few. 

Thai Cuisine

Thai cuisine is extremely popular due to the blending of the four fundamental tastes of saltiness, sourness, spiciness and sweetness. Most of the dishes combine all of these along with innumerable spices and herbs to prepare Thai dishes. 

Music and Dance in Thailand

Music consists of both the folk music and also the classical traditions along with pop or string music. The Ram Thai is the main art form while the dance forms can be divided into the high art or classical dance and low art or folk dance. Thai dance can be divided into 3 forms namely khon, likay-khon and lakhon.

Religion in Thailand

Thailand is predominantly a Theravada Buddhist country but there are minorities like the Phra Nyanasamvara Suvaddhana Mahathera and Muslims as well. 

Thai Customs and Traditions

The most distinctive Thai custom is the Wai that bears resemblance to the Indian namaste which is a demonstration of affection among people. It is considered rude to put the feet above someone’s head or step on a Thai coin as it has the King’s head engraved upon it.

Thailand Hill Tribes (Akha, Karens, Lahu, Lisu, Meo, Yao)

The tribes of the Akha, Karen, Hmong, Yao, Lisu had migrated to Thailand about a 100 years back from the southern part of China and Myanmar and they have their own religion, art, culture and dress.

Fashion in Thailand

Thailand is a land where the latest styles and traditional crafts have been well blended and there is some thing for every buyer irrespective of their budget. 

Thai Etiquette

Thai etiquette is based on traditions of Buddhism. The society is non- confrontational in nature and so disputes need to be averted at all costs. Thai people stress on proper behavior and dress. Revealing clothes and behaving rudely in public needs to be avoided at all costs. 

Source:http://www.asiarooms.com/en/travel-guide/thailand/culture-of-thailand/index.html 

Floating Markets


Damnoensaduak Floating MarketThailand’s floating markets are among the most-photographed destinations in the country. The river and ‘klong’ markets give a realistic glance of how daily life must have been in earlier times. The floating markets are where the sellers, their boats laden with a wide variety of tropical fruits, flowers, vegetables and fresh produce, come to meet and barter their products with other traders. These days, modern supermarkets and department stores have largely replaced the traditional floating markets, but a few still survive.

The most popular floating market, one of the must-see one-day trips from Bangkok, is at Ratchaburi, about 101 km to the west of Bangkok. The Ratchaburi market is the largest of its kind, attracting a large number of tourists each day. The lively and colorful images of boat vendors trading their agricultural products is one of the most fascinating and endearing images of Thailand.

Talingchan Floating MarketThere are also some interesting floating markets in Bangkok itself. The Taling Chan floating market is a weekend market in front of Taling Chan district office. Another one is the Wat Sai market in Bangkok’s Thonburi area.

Efforts are being made to revive the old markets and reorganize them to support tourism. One example is the Wat Lam Phaya floating market in Nakhon Pathom, which was recently recreated and is now being promoted.

Thai-style house by Bangkoknoi CanalThe best way to fully appreciate a floating market is to hire a long-tailed boat for the day. A tour along the klongs also gives you an appreciation of Thai homes and gardens. Don’t forget to get up real early for a trip to see the markets. Usually they kick off at dawn, and most traders have already gone back home by late morning.

 

 

Poi Sang Long Festival

Date: April 
Venue: Mae Hong Son

During the school break between late March to early April, the Tai Yai ethnic group in Mae Hong Son province hold a special religious ceremony called ‘Poi Sang Long’.

Poi Sang Long is a Buddhist novice ordination ceremony, but unlike any other ceremony of its type in the country. Young boys aged between 7 and 14 are ordained as novices to learn the Buddhist doctrines. It’s believed that they will gain merit ordaining for their parents.

The origins of this festival lie in Buddhist legend. It is believed that the tradition is probably following in the footsteps of Prince Rahula, the Buddha’s own son, who gave up his worldly life to follow his father’s spiritual teachings. Prince Rahula became the youngest ordained monk and the first novice in Buddhism. Subsequently it became a tradition that young boys should ordain to learn Buddhist teachings.

With such high reverence to the Buddhist religion, the people here consider that the celebrations should be as grand as possible.

The festival lasts for three days. On the first day, the boys have their heads shaved. Then, they are bathed and anointed with special waters and dressed up elegantly and colorfully while their faces are superbly embellished. By this time, the boys are known locally as ‘Sang Long’ or ‘Look Kaew’ (jewel sons).

On the second day, a colorful procession is held displaying offerings for the monks. On the third day, the procession once again proceeds through the town and the boys are taken to the temples for the formal ordination ceremony.

The colorful festival is one of the most delightful in the north, attracting people from far and wide. The local authorities and the Tourism Authority of Thailand consider this festival to be unique to Mae Hong Son, the so-called ‘Province of the Three Mists.’

Source:http://www.thailand.com/travel/festival/festivals_poisanglong.htm 

The Art of Thai Dance

thai danceTHERE ARE few performances more elegant than traditional Thai Dance with its graceful movements, its brilliant color, its soft rhythm and its radiating presence. Thai Dance, known as "Fawn Thai", was originally an art performed for the royal courts of old Siam. The dance troupes were formed within the courts and their precision and beauty was the highlight of every performance. Today, although "Fawn Thai" is still a very important part of royal performances, the dancers are selected and trained from among the general population and dance performances themselves are often an event for the general public.

"Fawn Thai" in its many forms is usually performed by four to six pairs of dancers, and on some very important occasions it is performed by hundreds. There are five "Fawn Thai" styles: "Fawn Tian" or the Candle Dance; "Fawn Leb" or the Finger nail Dance; "Fawn Ngiew" or the Scarf Dance; "Fawn Marn Gumm Ber" or the Butterfly Dance; and "Fawn Marn Mong Kol" or the Happy Dance. Each of these is accompanied by a special orchestra of traditional Thai musical instruments and each has its distinctive tempo and movement. 

The dance costumes are rich in color and style and vary from region to region. Along with the choreography, uniformity of step and movement by the dancers, performances are appreciated more for their artistic quality than for any meaning or message. The stately beauty of "Fawn Thai" in its five styles is most important.

thai danceThe accoutrements of the dancers as they perform project a special flare and highlight hand movements, an essential feature of Thai Dance. In the "Fawn Tian", for example, dancers hold lighted candles, while in the "Fawn Leb" they wear six-inch-long brass nails. In the three others they make use of various lengths of scarves. The "Fawn Tian" and the "Fawn Leb" were once sacred dances performed at court functions on days of special festivals. Because of their special significance and the similarity of accompanying instruments, they were usually performed on the same day.

The "Fawn Tian" or Candle Dance consists of four pairs of dancers carrying lighted candles in each hand. The choreographed stage position is usually four on the right and four on the left in an inverted wing formation with the traditional Thai orchestra at the wing-point behind. Dressed in full-length sarongs and jackets with a matching shoulder cloth, the eight female dancers wear floral headpieces and hold the candles between thumb and forefinger. The movement is gentle and slow with short steps and stately swaying of the shoulders and upper torso. This dance is always held at night and the slow graceful movement of the dancers with the candle flames flickering gently as they sway is a hypnotic and mesmerizing spectacle.

The "Fawn Leb" or Fingernail Dance usually consists of five pairs of dancers, each wearing six-inch-long brass fingernails. Dance movements often vary from province to province, but the choreographed stage position of performers in this dance is more fluid and both arm and head movement more robust. The elongated fingernails accentuate the classic hand movements of Thai Dance and in parts of the performance one or more pairs dance from a kneeling position at the front of the stage. Costumes are more varied in terms of color, although these too differ according to region.

The orchestra for both the "Fawn Tian" and the "Fawn Leb" consists of five to seven musicians playing the traditional Siamese instruments of the Glong Aw, the Bpee Mon, the Mon Tapone, the Glong Talod, the Sharb Yai, the Shing and the Mong. The orchestra is always seated in the traditional lotus position with the player of the Ranad, a long xylophone-like instrument, in the center and the others around him. Their dress is the simple color and fabric of the province, in Chiangmai, blue for example; and their position on stage is either to rear or to the side of the dancers.

These classical Thai Dance performances can be seen today at various artistic and cultural centers in the country. In Chiangmai, the performances are held at the Old Chiangmai Cultural Center, Imperial Mae Ping Hotel outdoor garden theatre show and Chiangmai’s Night Bazaar area Galare Food Center.

Source:http://www.chiangmai-chiangrai.com/art_of_thai_dance.html

 

Arts and crafts In Thailand

Arts and crafts In Thailand.
Arts and crafts in Thailand go on to make Thailand’s cultural heritage more enriched and truly adds to the traditional history of Thailand. Thailand has always enjoyed a very peaceful regime and thus has enjoyed the court’s patronization. Thailand’s thus rich heritage of art and culture get their true expressions only through the beautiful baskets, earthenware and silverware. The Thai art and culture also represents basic traditions of village life.

Thailand has an impressive line up of Thai art and crafts/ handicrafts. Thai textile is one of world’s best textiles in existence. The products made out of these textiles also go on to be described as the best collection of artifacts. Crafts in Thailand comprise of many spectacular and stunning collection of earthenware and pottery. Thai customs and rituals also play a key role in the Thai art and Crafts as they often form the theme of the art.

Thai handicrafts and home décor products are made out of reed, mangoweed, celadon sculpted items. Thai handicrafts products include articles made out of Woven reed which is a traditional Thai craft. The best products made out of reed are reed mats and other decorative products. Other products made out of materials like bamboo are Bamboo Bags. Other categories of handicrafts include Egg Shell Handicraft, Ceramic Handicraft, Monarch handicraft, Casket handicraft, Black ant handicrafts while a special type called handicrafts from Thailand include Handicraft, Art, Antique Art Pieces, Paper Handicraft Gecko, Wooden Motorbike Racer, Photo Sa Paper Handicrafts. All the articles can be found at retail stores selling these products at affordable prices. The articles can also be found at shopping malls.

The Thais have always been fierce patrons of art and culture. Thailand has produced many types of modern and contemporary art. Thailand has patronized many types of art.
However the art scene in Thailand is found to be flourishing in and around Bangkok. The artists are constantly producing different types of artistic work all over Thailand. However the artists stick to a typical type of art form like traditional Buddhist depictions which are found to be very popular among the people. Thai art describes controversial issues and issues related to the rural life and degradation of normal values. Thailand has many universities teaching art as a discipline and many galleries as well organizing many exhibitions. Silapakom University stands out among the rest.

Thus Thailand boasts of an amazing collection of art and handicrafts that enhances the heritage of the land.

Source:http://www.asiarooms.com/en/travel-guide/thailand/culture-of-thailand/arts-and-crafts-in-thailand.html

 

THE CORPORATE SOCIAL RESPONSIBILITY AND MARKET ACCESS PARTNERSHIPS PROJECT (CSR-MAP) AND CSR-MAP FAM TRIP, JUNE 21-27, 2010

 
 

BRIEF OVERVIEW OF PROGRESS ON THE CORPORATE SOCIAL RESPONSIBILITY AND MARKET ACCESS PARTNERSHIPS PROJECT (CSR-MAP) FOR THE CSR-MAP FAM TRIP, JUNE 21-27, 2010

BACKGROUND: THE CSR-MAP PROJECT
The Corporate Social Responsibility and Market Access Partnerships (CSR-MAP) for Thai Sustainable Tourism Supply Chains project is working with Thai suppliers which offer ‘responsible,’ ‘green’ and ‘sustainable’ tourism products, as well as Thai communities, which have developed community-based tourism (CBT) programmes, and EU tour operators with a firm commitment to supporting sustainable tourism. The project aims to assist these suppliers to raise sustainability standards and improve their access to European ‘responsible tourists’.

The CSR-MAP project is giving Thai suppliers the opportunity to learn about theEuropean market’s demand for sustainable tourism products and standards; participate fully in the development and improvement of Sustainable Tourism Standards’, gain recognition from European tour operators; and develop and market innovative and integrated sustainable tourism products — Thai Sustainable Tourism Routes, tailored to the needs of EU tourists.

SUSTAINABILITY STANDARDS
Between March and September 2009, the five Thai supplier groups developed new sustainable tourism standards through participatory processes, facilitated by the project partners. A set of ‘common principles’ was also developed, based on the suppliers’ new standards. The Global Sustainable Tourism Criteria — GSTC was used as a common frame of reference during the standards development process, adapted as necessary to the Thai context and priorities.

The standards were sent to ECEAT, the European partner for feedback. Feedback was prioritized and discussed in depth by over 70 participants at a National workshop to discuss SME Green Hotel, Ecotourism and Community Based Tourism standards, with the involvement of product suppliers; held in Bangkok, Thailand on 3rd and 4th November 2009.

SUSTAINABLE TOURISM ROUTES … AN INNOVATION FOR THAI TOURISM
During December 2009 and January 2010, the project team surveyed the country, searching for interesting, innovative activities for visitors who are interested to experience a different side of Thailand. Guests can stay in Green Hotels, visit community based tourism projects and dine in green restaurants, organised by quality tour operators and lead by trained eco-guides.

Twenty sustainable tourism routes have been designed, which meet the needs of ‘comfort travellers’, looking for unique experiences within the comfort zone, and more adventurous guests looking for a ‘local Insight’ including an overnight village stay. Each route is themed, giving guests a special insight into a particular aspect of Thai life such as cooking, arts, crafts or traditional occupations. Many of the routes are market ready. Others are under development and can be further adapted according to the needs of tour operators and their guests.

CAPACITY BUILDING FOR THAI SUSTAINABLE TOURISM SUPPLIERS
Five pilot routes were selected to showcase during the ‘fam trip’, based on demand from EU tour operators, and the project team’s assessment of which routes were most ready for market. Synergy training, 31 May to 2 June, 2010, built the capacity of suppliers situated along the routes to meet their proposed standards. Training content was based on participants’ needs, as well as issues considered particularly important to European tourists, including Protecting Children from Sexual Exploitation, how to reduce Climate Change and Developing a Code of Conduct for ‘responsible tourists’.

The training also aimed to catalyze cooperation among suppliers located on the sustainable routes. A total of 110 participants joined the training, including 80 representatives of community based tourism communities, professional ecotourism guides, restaurants and hotels committed to sustainable tourism, and tour operator members of the Thai Ecotourism and Adventure Travel Association (TEATA).

The suppliers shared the highlights of their ‘services’ and ‘sustainability’ achievements, and considered how they could work together more closely to develop creative products. One of the most exciting outcomes of the synergy training was that it showed suppliers located in the same area that there were other people close to home, committed to enjoyable, sustainable tourism. Prior to and following the synergy training, the TEATA team performed field inspections and training along routes.

In June 2010, European tour operators and media have an opportunity to survey one of the new sustainable tourism routes on a FAM Trip. At the end of the project, partners will share their new standards and other outcomes of the project with Thai government agencies and other stakeholders at a National Policy Workshop. They will discuss how to build capacity to reach standards, disseminate, fund and assess the standards.

Source:http://www.tatnews.org/tourism_news/detail.asp?id=4933 

Digital Media scheme launches first projects

Published on March 2, 2010 

The Software Industry Promotion Agency (Sipa) has launched the first three projects under the Digital Media Asia (DMA) 2010 scheme, with initial budgets totalling Bt50 million.

They include Co-Production 2010, the Toy and Comic Expo Asia 2010 and the Asia Animation Awards 2010, costing Bt25 million, Bt15 million and bt10 million respectively.

 

The three projects will be managed by the Thailand Animation and Computer Graphics Association (TACGA).

 

A member of the Sipa board, Jeerasak Pongpisanupichit, said that as well as the first three projects, the DMA 2010 scheme would produce many more projects later this year in four main categories: animation, games, movies and music. The total budget for the scheme is Bt200 million.

 

He said the value of Thailand’s animation and game market was around Bt22 billion last year, and that was expected to grow by 5 to 10 per cent in 2010.

 

"The value of the animation market in the Asia region is only about 14 per cent of the global market, but it is still growing and the market in Thailand is growing with it," Jeerasak said.

 

The DMA 2010 scheme is part of the government’s creative-economy policy. It is regarded as a vital effort to drive Thai digital content into overseas markets, to attract foreign investment to the country and to make Thailand the hub of the digital-content industry in the Asia-Pacific region within the next three years.

 

The local digital-content industry is quite small when compared to the global market, Jeerasak said. However, with the readiness of government support, the engagement of the private sector and the creativity of Thai people, it will not be too difficult to increase Thailand’s share of the world market.

 

Co-Production 2010 aims to help local animation companies to find sources of investment. The project is designed to serve both long-film animation development and the production of animated series. Sipa’s co-production model directs investment to companies with approval from Sipa’s judging or assessment committee.

 

The Asia Animation Awards 2010 will be a combined effort between Sipa and TACGA. Animators from all parts of Asia will be encouraged to enter the competition. Whether they win or not, they will have a chance to meet judging panels comprising representatives of important stakeholders from around Asia, including television broadcasters such as Thailand’s Channel 7, Modernine TV and TV Thai, Japanese NHK and Chinese CCTV. This contact is expected to give participants a chance to develop commercial products out of their work, as well as the opportunity to win awards and recognition.

 

The organisers expect to attract about 200 entries in categories for animated series. There are expected to be 10 winners in each category for animated series, ranging from professionals to students.

 

The Toy and Comic Expo Asia 2010 aims to encourage the development of animated-character designs for Asian companies. By exhibiting animated designs, business matching and content development, it offers to direct these animated characters towards the merchandising business.

 

Jeerasak said part of Sipa’s role was to develop Thailand’s software technology and human resources for information-technology industries. This was aimed at making the country a regional hub of an Asia-wide creative economy in three to five years.

 

Other projects under DMA 2010 that are expected to be launched later this year include Cyber Games Asia 2010, the Animation Youth Festival Asia, Asian Business Matching for a Creative Economy, Film Expo Asia, the Asia Music Festival 2010, the Asia Game Awards, the Asia Music Awards, Venture-Capital Forum Asia, the Animation and Computer Graphics ASIA Expo, Professional Game Training Asia and Professional Animation Training Asia.

Source:http://www.nationmultimedia.com/search/read.php?newsid=30123797&keyword=thai+digital 

Firms up online-media spending

Published on March 17, 2010 

Companies are starting to spend more on online-media content, which acts as powerful tool for brand-building.

 

 

 

Leading local interactive agency Thomas Idea yesterday said most companies now used about 2 per cent of their media budgets for online communications.

 

"But we expect that to increase dramatically in the next five years, to 8-10 per cent," said CEO Uraiporn Cholsirirungskul.

 

She said in developed markets like the US and the UK, businesses allocated more than half of their media budgets for online content. They also develop specific content, such as Web videos for broadcast only online.

 

"Many marketers have increased their online-media spending by almost 20 per cent this year, because they see the fantastic capability of digital media to be an effective tool for brand-building," Uraiporn said.

 

She cited Internet World Stats figures that showed there were now 1.6 billion Internet users worldwide, with 16 million of them in Thailand. Thai consumers spend more than 17 hours a week using social media like Facebook and Twitter.

 

Marketing and advertising researcher Nielsen recently reported local spending on Internet ads increased 90.9 per cent year on year last month, to Bt21 million.

 

"Many firms are learning and trying to understand the actual benefits of online media for their business," said Uraiporn.

 

She said consumer-product, real-estate, automotive, construction and banking firms in particular had become local pioneers in rolling out their own online communications designed to build their brands and strengthen relationships with their customers.

 

"One of our key accounts, Property Perfect, said 15 per cent of their revenue last year had been generated by online media," said Uraiporn.

 

Thomas Idea executive director and senior consultant Araya Choutgrajank said compared with offline advertising media like television, online media contributed key benefits that were interactive and measurable and had a global reach.

 

"One of the most valuable assets in the digital world is branding. Marketers should think very carefully about how their online assets respond to brand strategy," she said.

 

Araya said companies that already had a strong brand could use online media as a communication tool for promotional activities and to acquire sales leads and a new group of consumers. They can also create "viral" communications among consumers.

 

"Online media will also allow individual firms to manage their own corporate communications and digital branding. With digital media, consumers will be highly engaged and recognise a brand," she said.

 

Araya added that social media could also allow marketers to segment or track their customers effectively.

Source:http://www.nationmultimedia.com/search/read.php?newsid=30124844&keyword=thai+digital